I think what we're seeing here is that companies optimise for the store shelf rather than for actual use. A thinner, bigger phone looks much more appealing in t

I think what we're seeing here is that companies optimise for the store shelf rather than for actual use. A thinner, bigger phone looks much more appealing in the store, which is where customers make the purchase decision. The disadvantages of that design (comparatively short battery life, does not fit into the pockets of my favorite pants) are only noticed later when the purchase has already been made.